Forrester

For Marketing Leadership Professionals

Report:The State Of Mobile Marketing In Europe, 2011

Use Mobile Sites And Banners, Not Apps, To Reach The Largest Audience

While European marketers are excited to use mobile tools, few have made mobile a key part of their interactive marketing strategy. In fact, most still aren't using mobile marketing today — and...

• Downloads: 432

For Marketing Leadership Professionals

Report:Navigate The Mobile Opportunity With Strategic Partnerships

Landscape: The Mobile Marketing Playbook

This report for interactive marketers describes the mobile marketing landscape. Interactive marketers are finally beginning to take mobile seriously — and discovering how different and more...

• Downloads: 729

For Sales Enablement Professionals

Tool:The L2RM Model

For Sales Enablement Professionals

Report:Use Field Marketing To Align Marketing Content With International Customer Needs

Tech Vendors That Sell Globally Tend To Market And Localize Centrally

Tech marketing executives are struggling to strike a balance between the control they need to communicate a consistent brand promise and deliver a consistent brand experience while also being...

• Downloads: 204
• Rating:

For Sales Enablement Professionals

Report:The State Of Lead-To-Revenue Management

Landscape: The Lead-To-Revenue Playbook

In order to establish the current state of lead-to-revenue management (L2RM) practices among tech marketers, we recently analyzed 80 client inquiries on the topic that tech marketing professionals...

• Downloads: 572
• Comments: 2
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For Marketing Leadership Professionals

Report:Evaluate Your Marketing Optimization Readiness

Assessment: The Marketing Mix Optimization Playbook

To ensure continued success in this age of increasingly fragmenting audiences and multiplying communication platforms, marketers need to adapt their strategies and tactics to optimally allocate their...

• Downloads: 238

For Sales Enablement Professionals

Report:B2B Marketers Prefer To Create Their Own Content Mostly For Lead Nurturing

Effective content marketing is now critical to B2B marketers' success because useful content accelerates potential buyers along their journey. That usefulness is predicated on the content being...

• Downloads: 211
• Comments: 2

For Customer Experience Professionals

Report:Banks And Retailers: You Cannot Price Your Way Out Of Bad Customer Experiences

Why Customer Experience Matters More To Loyalty Than Price

Have you ever wondered whether it makes more sense to invest in customer experience or in dropping your prices to improve customer loyalty? We tested the relationship between customers' perceptions...

• Downloads: 342
• Rating:

For eBusiness & Channel Strategy Professionals

Survey:North American Technographics® Consumer Deep Dive: Investigating The Customer Life Cycle (Engage Phase) Survey, Q2 2012 (US)

Forrester conducted an online survey fielded in June 2012 of 4,506 US individuals ages 18 to 88. For results based on a randomly chosen sample of this size (N = 4,506), there is 95% confidence that...

For CMO Professionals

Report:How To Build Your Brand With Branded Content

Traditional marketing vehicles are becoming less effective in capturing and engaging the attention of today's perpetually connected consumers. Chief marketing officers (CMOs) must adapt their...

• Downloads: 522
• Comments: 3
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For Marketing Leadership Professionals

Report:The New Blogging Strategy For Consumer Brands

Using Blogs To Empower Consumers And Gain Back Trust For Your Brand

Blogging is an often misused social marketing platform. Marketers often recycle generic content, follow quarterly content schedules, and plan more for search optimization than engagement. Old school...

• Downloads: 784

For CMO Professionals

Report:Crowdsourcing Gains Legitimacy For Advertisers

Leverage Professional Crowdsourcing Networks To Create New Video Content

The demand for video advertising and content — whether for television, online, or cinema — is outpacing the rate at which marketers can supply it. Specialized crowdsourcing networks are...

• Downloads: 380

For Marketing Leadership Professionals

Report:Marketing Strategy For The Mobile Mind Shift

Delivering Utility At Speed To Perpetually Connected Customers

Customers are in the midst of a total mind shift. As a result of their perpetual mobile connections, their expectations have changed. They're not interested in your messaging and logos. They want...

• Downloads: 538

For Marketing Leadership Professionals

Tool:Brand Measures Are Among The Most Important Business Objectives

For Marketing Leadership Professionals

Report:Case Study: USA Network Wins Over Fans Through Gamification

Club Psych Gives "Psych-Os" A Place To Engage

USA Network (USA) has long-running TV series that have created a huge inventory of syndicated content. Hoping to use this surplus of content along with original content to further engage its fans,...

• Downloads: 353

For Marketing Leadership Professionals

Tool:Mobile Internet And Apps Are Two Possible Search Interfaces

For CMO Professionals

Report:Visible Value Differentiates Brands And Drives Loyalty

Consumers Define Which Aspects Of The Brand Experience Are Critical

Consumers want brand experiences that match their expectations. We asked consumers which aspects of the brand experience help them differentiate between similar brands and ultimately make them loyal...

• Downloads: 558

For Customer Insights Professionals

Tool:Improving Customer Experience Is Top Of Mind For CI Professionals

For Marketing Leadership Professionals

Report:US Interactive Marketing Forecast, 2011 To 2016

Spend Will Near $77 Billion As Interactive Gains Legitimacy In The Mix

By 2016, advertisers will spend $77 billion on interactive marketing — as much as they do on television today. Search marketing, display advertising, mobile marketing, email marketing, and...

• Downloads: 3402
• Comments: 2
• Rating:

For Marketing Leadership Professionals

Report:Marketing To Millennials: The Next Generation Of Purchasing Power

Why Marketers Must Use A Skillful Approach To Reach Millennials Effectively

As Millennials continue to flow into the workforce, marketers will naturally focus more of their efforts on this emerging adult generation with increasing purchasing power. However, Millennials are...

• Downloads: 1070

For Marketing Leadership Professionals

Client Inquiry:The Pipeline Is Half Empty

I just read Forrester's August 2, 2011, "The Pipeline Is Less Than Half Empty" report and wondered if less than 30% of all leads are marketing generated, on a good day, where does the other 70+% come...

For Sales Enablement Professionals

Report:Provisional L2RM Process Catalog

This provisional lead-to-revenue process catalog is a companion tool for the processes module of Forrester's lead-to-revenue playbook. Designed to jump-start your own process documentation, it...

• Downloads: 10
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For Marketing Leadership Professionals

Report:Develop Content Capabilities Now

How To Reach European Consumers In New Ad-Free Media

Marketers' traditional advertising tactics face a new disruption: paid content. Why? Because the number of consumers buying online content in Western European countries will continue to swell over...

• Downloads: 290

For Customer Insights Professionals

Report:The Evolution Of The Customer Engagement Agency

As the demand for customer intelligence (CI) from business stakeholders grows and more organizations increase their CI maturity, organizations' marketing agency needs have also changed. A few...

• Downloads: 519
• Rating:

For Sales Enablement Professionals

Tool:An Example L2RM Model